Leadership
Dirk Wells
President
As one of the original founders of MaPS, Dirk now serves as the lead partner in charge of managing the organization and setting the overall strategic direction for the company. During his tenure at MaPS he has provided strategic counsel to clients in a range of industries on the full breath of marketing issues. Prior to MaPS, Dirk was a senior Principal at Mercer Management Consulting. MBA, Boston University School of Management; BA, Dominican University of California.
Bill Dillon
Vice President
Currently Herman W. Lay Chair in Marketing and Professor of Statistics and Senior Associate Dean at the Edwin L. Cox School of Business at Southern Methodist University. Author of four books and over 40 articles on marketing and statistics. Recipient of the 2002 Paul Green award, given each year to that article published in the Journal of Marketing Research that has the greatest potential to contribute significantly to the practice of marketing research.
Noel Dunivant
Vice President
Noel has 20+ years of experience conducting strategic market research for Global 1000 corporations in financial services, technology, telecommunications, media, and other industries. Prior to joining MaPS, Noel was the Founding Managing Director of The Segmentation Company, and held senior management positions at numerous ad and research agencies including Howard Merrell & Partners, FGI, and Yankelovich. PhD., New York University; BS, College of William & Mary Business School.
Dale Rye
Vice President
Dale employs his 20+ years of research and consulting experience (from Price Waterhouse Management Consulting, Mercer Management Consulting, and MaPS) to deliver bottom-line oriented marketing advice grounded in state-of-the-art marketing science. As one of the original founding partners of MaPS, Dale is an expert in all of MaPS' consulting frameworks and analysis methods. He has a wide variety of industry experience and is currently focused on the Pharmaceutical, Hospitality and Financial Services industries. BS & MS, Statistics, Virginia Polytechnic Institute.
Bob Bauer
Principal
Bob oversees the technical capabilities of MaPS and has more than twenty years of experience in Information Technology within the market research industry. Bob has been instrumental in developing MaPS on-line research solutions as well as most of its custom-designed statistical software including MaPS choice modeling and segmentation programs. He also directs the IT group which is responsible for developing MaPS simulators and keeping its technology infrastructure up to date. MS/MIS, Boston University School of Management; BS, Marquette University.
Ashok Kalidas
Vice President
Ashok currently heads MaPS' India operations out of Chennai. He directs studies across a breadth of industries in areas such as pricing and product optimization, segmentation, new product development, and brand architecture and positioning. In addition, Ashok serves as Senior Technical Advisor across a wide variety of MaPS projects and is an expert in MaPS' statistical modeling techniques. Ashok has authored a variety of technical articles, published in leading academic journals. Ph.D., Massachusetts Institute of Technology.
Soumen Mukherjee
Vice President
Soumen has more than 15 years of experience in market research. Soumen has managed studies across a range of industries including consumer packaged goods, information technology, retail, telecommunications and financial services, in areas such as customer satisfaction, scanner panel data modeling, segmentation, market structure, marketing mix optimization, brand equity measurement, brand positioning & messaging. Soumen has extensive experience with advanced statistical methods in marketing research and serves as a senior technical advisor on several MaPS projects. He has presented and published his research in leading marketing conferences, journals and other publications. MBA, Indian Institute of Management (IIM), Ahmedabad, India; BE, Indian Institute of Technology (IIT), Roorkee, India.
Chris Petranto
Vice President
Chris has worked across a wide range of industries including consumer packaged goods, entertainment, financial services, high-tech, and communications, leveraging his experience in market research and consulting to deliver business-oriented results. Chris' projects utilize a wide variety of analytic techniques to meet research objectives including market segmentation, pricing and packaging optimization, and key driver analysis. B.A., University of Virginia.
James Potter
Principal
James has over a decade of marketing and consulting experience at Andersen Consulting, Amazon.com and MaPS. At MaPS, his project experience spans multiple industries, such as consumer products, software, pharmaceuticals, and financial services. He has applied his marketing knowledge to custom research efforts across many different concentrations including customer segmentation, brand equity tracking, product positioning, product development and customer satisfaction. MBA, Amos Tuck School of Business, Dartmouth College; BA, Hamilton College.
Kathleen Sim Elasmar
Principal
Kathleen has over a decade of experience in market research, marketing consulting, and project management across a wide breadth of industries, including financial services, pharmaceutical, high-tech, and consumer packaged goods. She manages large-scale global research studies, bringing to the research her strong knowledge of research methods and analytic techniques. Kathleen's expertise in marketing research extends to qualitative as well as quantitative research. M.S., Applied Communication Research, Boston University; B.A., Communication, Western Michigan University.
Chris Targett
Principal
Chris has almost 15 years experience in the market research and consulting field. He has worked across a wide breadth of industries, including financial services, high-tech, telecom, media entertainment, and CPG. He has extensive knowledge of a wide variety of analytic techniques, including market segmentation and positioning, product optimization, and customer satisfaction and retention. He has managed numerous global tracking studies, as well as custom studies. A.B., Dartmouth College.
Sophie Yuan
Principal
Sophie serves as a senior advisor for the core technical research team at MaPS. She specializes in leading edge statistical modeling techniques, such as structural equation models, discrete choice models and market segmentation, which are used to solve complex marketing issues across a wide variety of industries. Sophie has extensive experience in database management and strategic primary marketing research. MS Statistics, University of Massachusetts; BS, Fu Jen University in Taiwan.
Jennifer Fantozzi
Principal
Jen has extensive experience managing large-scale strategic marketing research projects spanning a wide range of industries, including technology, financial services, retail, and pharmaceuticals. Jen has led domestic and international engagements across both consumer and business audiences. All of Jen's projects have incorporated MaPS' advanced analytic techniques including key driver analysis, market segmentation, and brand equity measurement. B.A., Wesleyan University.
Casey Goodman
Principal
Casey is a classically trained market researcher with over a decade of experience. He has presented at the AMA Advanced Research Techniques Forum and the North East Quality Council conference. His specialties include global research, product design & development, customer segmentation, satisfaction tracking, and branding & communications strategy. MA & BA with honors, Psychology, Wake Forest University.
Heather Dallam
Principal
Heather has spent the past 14 years providing strategic guidance to a wide range of global CPG, financial, pharmaceutical, retail, entertainment and technology clients. She has leveraged her research and business knowledge to develop unique research programs that include a mix of market segmentation, global tracking programs, syndicated data, concept testing, pricing, IHUT and qual. MS, Virginia Polytechnic Institute.
Sriram Krishnamurthy
Principal
Sriram's client experience spans the entire spectrum of MaPS projects, particularly those involving advanced statistical modeling. He has worked across a wide range of industries, including telecom, retail, CPG, media and entertainment, and financial services and has extensive experience in applying leading edge statistical methods to address client problems in areas such as demand forecasting, pricing, product bundling and optimization, market segmentation and customer satisfaction. M.S., The University of Texas, Austin; B.S., Indian Institute of Technology (IIT) Delhi, India.
